If you’ve been interested in expanding your company’s audience and reach, you’ve likely heard reports about how impactful a good content marketing strategy can be—and it’s true! If done correctly, content marketing is a fantastic way to make your company stand out from the crowd on social media and on your website. However, content marketing for niche industries may feel like a whole different ballgame where the traditional rules may not apply.
Niche businesses are no stranger to uncommon obstacles, and content marketing is no different. Niche markets tend to have a much smaller potential customer pool to reach than more common industries, which may seem like a disadvantage—but really, we think that can work well in your favor! While you may not have the outlandish social media numbers and extreme site visit jumps of other industries, a highly qualified lead is better than a lukewarm one any day. Below, we’ll be taking an in-depth look at how niche industries can excel at content marketing as well as a few strategies you can use for making your new content shine.
Tips for Making the Most of Your Content Marketing Dollars in a Niche Industry
Make Sure You Really Know Your Customers
If you are marketing in a niche industry, you are likely trying to target a limited subset of people—which is why it’s vital to get to know those people very well. Niche markets are a great candidate for really leaning into detailed buyer personas, so you can be a thousand percent certain you know exactly who your message is likely to resonate with.
Focus On the Problem Your Company Solves
With any sort of specialized purchase, the most common questions consumers have is, “Why is this worth it?” The good news is that this is exactly the kind of question that content marketing was designed to answer! Every time you write about your product or service, focus on what it does for the customer instead of just what it is so they can see firsthand the problem that it solves.
Make Your Brand Personal
Consumers have consistently stated that feeling connected with a brand is more important than ever before, and this is something you can apply whether you’re selling windshield wipers or wedding packages. Putting faces behind your brand, showcasing the people in your company, and considering how you can personalize your marketing overall can go a long way in connecting you with your customers.
How Niche Industries Can Capitalize on Content Marketing
Use Testimonials From Current Customers
If you are in a highly specialized industry, it is likely that a lot of your customers are quite similar—meaning one good review can resonate with the majority of your customer base. Make use of client testimonials on your website and in your social marketing so those that are on the fence can see firsthand what sets your product apart.
Prioritize Thought Leadership Content
If you are in a specialized industry, the chances are high that everyone in your company has some very useful information about the problems you have set out to solve. Thought leadership—aka showcasing what your employees know about your industry—can be extremely useful in reaching customers and highlighting your brand. Consider having key employees write blog posts, do online Q&As, or post regular features on your social media profiles to discuss their knowledge to a broader audience.
Keep Your Branding Consistent
If you are doing both online and offline marketing, as many specialized businesses choose to do, it is important that your branding is consistent throughout. Using the same logos, color schemes, and fonts will ensure customers can find you both online and in the flesh, creating a seamless experience without confusion.
Are you looking for a way to reach more of your target audience? We’d love to talk to you about our branding and content marketing services. Contact us today to learn more!
